Customer experience management is at the top of the CEO's agenda. CEOs, CIOs and chief marketing officers have become interested in this topic because low-cost and ubiquitous access to information for customers, the rise of globalization, and the "death of distance" mean that customers are more empowered than ever. While this isn't true of every industry and geography, it's the case in more sectors every day.

Customers can compare experiences across industries and force regulators and governments to be more accountable. At the same time, competitive differentiation — achieved through a strategic decision to invent better products that are hard to imitate, or by being the most efficient producer of a service — has diminished over time. What remains the same is how challenging it is to create a superior customer experience that will serve as a sustainable differentiator.

Q&A with Gartner experts on customer and user experience

In a recent Gartner customer experience (CX) leader’s survey, three-quarters of respondents say that their organization has increased technology investment for CX in 2019. Customer analytics continues to be one of the biggest technology investments for CX, with a focus on areas such as AI, customer journey analysis, customer needs analysis, voice of the customer (VoC) and digital marketing.

The top mistakes organizations make with their CX initiatives include the absence of a clearly defined CX vision, an inability to measure the voice of the customer, an ineffective governance structure, poor project prioritization and an inability to measure the business benefits.

 

IT executives are working actively with CX leaders to help provide a CX project portfolio, build a metrics dashboard with an equal balance of leading indicators of CX success and lagging indicators of financial success. They are helping to introduce innovative tools that will support newly designed customer journeys that will ultimately transform the customer experience.

 

… could face a CX crisis that can result in the removal of funding for a CX initiative or its cancellation. This in turn may lead to a decline in the quality of CX provided, weakened financial performance of the organization and an erosion of competitive position.

 

The foundations of successful CX initiatives require coordination, direction and accountability. To be the best, however, requires a more radical, transformative strategy supported by new technologies, emerging design practices, and advances in organization structure and culture. All of these are topics that are discussed at Gartner IT Symposium/Xpo™ 2019.

 

Why should customer experience be important to CIOs?

  • 75% of organizations are just getting started or in the early stages of their customer experience journey.
  • Customer experience is a cross-enterprise initiative - every business unit has a role to play, but in most organizations, there is very little coordination.
  • CIOs need to step up – as the hub for customer information, customer focused initiatives and business impact, they have a vital role to play.
  • However, CIOs are struggling to define their role, how to prioritize and measure impact, define their customers’ journey and truly partner with their C-suite peers.

Hot Topics covered at Symposium will include

  • Voice of the Customer
  • Customer Journeys
  • Virtual Customer Assistants
  • Digital Commerce
  • Customer Analytics